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10 Sep 2008
Research & Ideas

Long-Tail Economics? Give Me Blockbusters!

and five companion movies. Adding DVD and merchandise sales, theme parks, etc., Advertising Age valued the Potter economy at $15 billion. Sizzle. A blockbuster does not just address an important need. It does so in an exciting and... View Details

Keywords: by John Quelch; Entertainment & Recreation; Pharmaceutical

28 Jan 2014
First Look

First Look: January 28

propose the Attention-contingent Advertising Strategy, a framework to match the most effective approach to the quality of attention contingently available. As the value of attention rises, marketers need to become better managers of... View Details

Keywords: Sean Silverthorne

June 2024 (Revised November 2024)
Case

Dylan Mulvaney and Bud Light

By: Jill Avery and Celine Chammas

On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details

Keywords: Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Food and Beverage Industry; United States

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23 Feb 2010
First Look

First Look: Feb. 23

significantly. Both numerical simulations and a controlled experiment using regular and edited commercials provide evidence of the benefits of brand pulsing to ward off commercial avoidance. Implications for advertising management and... View Details

Keywords: Martha Lagace

29 Jun 2007
First Look

First Look: June 29, 2007

will be correlated with their types to achieve separation. The model's results have implications for various marketing communication tools such as advertising and sales forces. Motivating Supply Chain Behavior: The Right Incentives Can... View Details

Keywords: Martha Lagace

November 2024
Case

Polish Agro: Where Do We Grow From Here?

By: Willy C. Shih, Lena Duchene and Daniela Beyersdorfer

By July 2024, Polish Agro had grown into one of Poland’s fastest-growing agribusinesses, with €230 million in revenue, 82 employees, and operations across Northern Poland. The company supported farmers with essential agricultural inputs like fertilizers and seeds,... View Details

Citation

Educators

April 2021
Teaching Note

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery

Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086. View Details

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22 Jan 2019
First Look

New Research and Ideas, January 22, 2019

increases the entrant’s incentive to expand. Incumbent profits increase with interconnectivity. When advertising is inexpensive and mobile buyers consume in both local markets and the markets they visit, greater interconnectivity... View Details

Keywords: Dina Gerdeman

06 Feb 2007
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First Look: February 6, 2007

consumption moves to the digital medium? Provides a view of the news industry in mid-2006 and discusses the impact of an increasingly fractured media landscape and various media format's ability to capture advertising dollars. Both... View Details

Keywords: Martha Lagace

22 May 2012
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First Look: May 22

banking system. Download the paper: http://www.hbs.edu/research/pdf/12-101.pdf Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency Authors:Alvin J. Silk Abstract What... View Details

Keywords: Sean Silverthorne

14 Jan 2014
First Look

First Look: January 14

Cash coupons and circulars advertising the week's specials, were slow to embrace the new pricing format and began leaving the retailer in droves. Under enormous pressure to turn things around as the all-important back-to-school and... View Details

Keywords: Sean Silverthorne

13 Sep 2011
First Look

First Look: September 13

Advertising (DTCA), detailing, and Meetings and Events (M&E). We then propose an alternative choice model specification that relaxes the IPS property-the so-called "flexible substitution" logit (FSL) model. The (random... View Details

Keywords: Sean Silverthorne

29 Sep 2009
First Look

First Look: September 29

Strategies to Fight Ad-sponsored Rivals Authors:Ramon Casadesus-Masanell and Feng Zhu Abstract We analyze the optimal strategy of a high-quality incumbent that faces a low-quality ad-sponsored competitor. In addition to competing through adjustments of tactical... View Details

Keywords: Martha Lagace

18 Sep 2007
First Look

First Look: September 18, 2007

with the task of choosing the final set of programs for the 2006 fall schedule, which she would present to advertisers at the annual "upfront" market in New York one week later. Only four months earlier, CBS Corp. and Time... View Details

Keywords: Martha Lagace

22 Oct 2013
First Look

First Look: October 22

Act may reduce the burdens associated with going public while at the same time making it easier for EMGs to remain private. In addition to the so-called "IPO On-Ramp" and "crowdfunding," the Note briefly discusses the changes to general solicitation... View Details

Keywords: Sean Silverthorne

28 Oct 2008
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First Look: October 28, 2008

trademarks and famous names, in hopes that users will accidentally request these sites-whereupon they will receive, typically, advertisements. This piece presents the basic typosquatting business model, based on my analysis of more than 80,000 typosquatting domain... View Details

Keywords: Martha Lagace

27 Sep 2011
First Look

First Look: September 27

overview:http://cb.hbsp.harvard.edu/cb/product/512027-PDF-ENG The Cheezburger Network John Deighton and Leora KornfeldHarvard Business School Case 511-091 Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for... View Details

Keywords: Sean Silverthorne

12 Feb 2008
First Look

First Look: February 12, 2007

volume, penetration, buy rate, facings, and advertising target rating points all down. In addition, Hamburger Helper was facing an increasingly competitive environment in the dinner category with Kraft, Lipton, ConAgra and Campbell's all... View Details

Keywords: Martha Lagace

28 Mar 2017
First Look

First Look at New Research, March 28

high-quality products at reasonable prices, and runs a highly popular advertising campaign that spoofs current events. It offers its farmers 80% of the consumer's dollar for milk, compared with 35%–40% typical in some Western markets.... View Details

Keywords: Sean Silverthorne

02 Jun 2014
Research & Ideas

Secrets to a Successful Social Media Strategy

unacceptable behavior in the offline world might be perfectly acceptable in the online world. For example, corporate norms and fear that the boss might find out prevent many employees from openly advertising themselves on the job market.... View Details

Keywords: by Carmen Nobel

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Long-Tail Economics? Give Me Blockbusters!

First Look: January 28

Dylan Mulvaney and Bud Light

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First Look: June 29, 2007

Polish Agro: Where Do We Grow From Here?

Thingtesting: Launching a Brand Discovery and Testing Digital Community

New Research and Ideas, January 22, 2019

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First Look at New Research, March 28

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